It’s not a question that COVID-19 has devastated multiple industries, but maybe one of the hardest hit has been travel and hospitality. From airlines to hotels to destinations big and small, they’ve all felt the pain, and are trying to figure out what they can do to stay in business and keep their employees safe and on staff. While it might be hard to answer the question of should these brands be working on advertising, I think there is room for some thoughtful post-pandemic vacation messaging.
The weather is gradually warming up in Philadelphia — usually by now I have a trip planned for May/June, with more mini-trip planning speckled out through the summer. But thanks to COVID-19, those plans and daydreams have been set aside. And not just for me — for pretty much everyone. So when Puerto Rico’s nonprofit destination marketing organization (DMO) Discover Puerto Rico reached out about a new campaign, I was intrigued (and ready to look at something other than the inside of my apartment).
Discover Puerto Rico’s newest campaign, “All in Good Time” has a simple, yet clear, message: “Right now, it’s time for patience, but soon enough it will be time for paradise — all in good time.”
Discover Puerto Rico’s series of videos are available on YouTube, and the marketing campaign will run across the DMO’s social channels, including Facebook, Instagram, and Twitter.
In an interview with CMO Leah Chandler, she explained that the campaign’s sentiment will remain “All in Good Time” until travel restrictions on the island loosen — then it will shift. ” … messaging will shift from ‘All in Good Time’ to ‘It’s Time for Puerto Rico,'” states Chandler. “We’ll carefully evaluate before this shift is made to ensure we market the Island responsibly.”
“‘All in Good Time’ is about reminding travelers that as much as we would love to host them, we know it’s not the right time,” Chandler shares. “Now is the time to stay safe, and soon it’ll be time to come explore our beautiful Island – ‘All in Good Time.’ We wanted to make clear that we’re in this together. The elements highlighted are, similarly, some of which truly define Puerto Rico – the hidden natural wonders of the Island.”
I appreciate that there’s no hard-sell of this campaign. No “get your plans squared away now so you can book as soon as travel restrictions lift!” Instead, the campaign is a gentle reminder of Puerto Rico’s natural beauty and place as a desirable vacation destination. It feels like a permission slip to let your mind wander and daydream a bit about a post-pandemic vacation, something I think we all could use.
But, in the meantime, Discover Puerto Rico is offering several virtual events via Instagram Live and Facebook Live. These are fantastic opportunities for people interested in Puerto Rico to go on virtual tours, and could end up converting them to booking clients once travel is possible.
Again, it’s about offering value, and Discover Puerto Rico is doing a good job of that while being unable to welcome physical visitors to the Island.
What do you think marketers? Having any post-pandemic vacation daydreams of your own? Drop me a line in the comments below, and stay tuned for a Q&A with Discover Puerto Rico’s CMO Leah Chandler in the next week or so as we dig more into this campaign and how the DMO is handling COVID-19.